I get to hear a lot about "social and "immersive nature" of web. While I think that claiming that web is social is stating the obvious, I was intrigued by its "immersiveness". Not because I am suspicious (I am not), but because I tend to think that talking about immersion somehow went in the wrong direction. Namely, flash took over and all of the sudden to be immersive was to be IN some created environment, mesmerized by its awesomness (think Coke Happiness Factory and, sadly, AA/RF new website - forget not to turn the volume on). While this most certainly works for video games, I am not super-convinced that this is what being immersed online means. E.g. how many hours a day we spend chatting, shopping, reading news, searching, shopping, twittering, and /or hanging out on facebook? Those surely are activities that we immerse ourselves into, and we do so because of all the awesome applications that make the experience so enjoyable. So, when we are immersed online, we jump from one activity to another without ever breaking their stream. We are not immersed in BEING somewhere, we are immersed in DOING something. Being somewhere = Euclidean space; doing something = fluid space. Rich, interactive applications ask "what can i do for you" [to help you] search better, read news better, connect with others better, shop better, chat better? If they can do something awesome, here we come. Online ads, take notice.